Star of Hardcore Pawn opens shop in Pontiac

(from left) Les Gold and his son Seth and daughter Ashley Broad are all featured on truTV's number one show "Hardcore Pawn" at their business, American Jewelry and loan in Detroit. Last week, they opened up a new location in Pontiac.

The city of Pontiac will soon be featured nationally and internationally on "Hardcore Pawn," the No. 1 show on cable station truTV.

The show averages about 2 million viewers every week.

Les Gold, 61, star of the reality TV show and owner of American Jewelry and Loan, said being an Oakland County resident himself, he wanted to expand the business north of the current Detroit location. Gold and his family started the business in 1978, and "Hardcore Pawn" debuted in August 2010.

"We shot some of the show last week when I was in town with the camera crew. They filmed us developing and buying the store. It's really going to be a big event for the people of Pontiac," said Gold.

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The next season of "Hardcore Pawn" will premiere in November, featuring the new location. The show is ranked among cable's top five programs for the 9 p.m. Tuesday timeslot. The Gold family is shooting its 55th show, produced by Los Angeles company Zodiac USA.

"Between the dynamics of my family, the customers that bring their merchandise and the stories that go with that, producers said this could be a hit show. And low and behold, we're a hit TV show," said Gold. "The pawn shop industry had a stigma of being a shady business. Now that we've opened our doors, there are a world of people from suburbia who come in regularly. The people who used to be apprehensive about crossing Eight Mile now flock across Eight Mile."

The Pontiac location opened Monday, Aug. 22 and sells jewelry and fur coats. Customers could receive their five minutes of fame while pawning or shopping at 29 S. Telegraph. Gold said anyone who does not want to be on television will not be.

Gold, who first started pawning at age 7, said his favorite part of the business is loaning money to customers in need.

"I met a woman whose father passed away, and she had no way to bury him. She brought her stuff, and we gave her a loan. I gave her money out of my pocket to help her even more. There's a lot of heart wrenching stories," said Gold.

Gold's children, Seth Gold, 30, and Ashley Broad, 33, are also featured on the television show.

"People have pawned Michigan Rose Bowl Rings and a Denver Broncos' Championship ring. On the flip side, people have tried to pawn prosthetic legs and a glass eye. We see the wide range of things people have in their collection," said Seth. "I'm fourth generation of this business. Now we get to show the world what we do. We provide service that can allow people to eat, pay their bills and buy diapers for their kids."